Understanding the Target Audience

The Challenge

Illuminating the attitudes and lifestyles of fitness enthusiasts to enable a sports drink to connect on a deeper human level.

A leading sports drink brand was craving knowledge of its audience to build empathy and brand loyalty. It wanted to learn how to succinctly articulate the differences between its target segments, debunk any myths or stereotypes associated with them, and then teach its team how to quickly and efficiently get into their different mindsets.

 

The Approach

The Sound led two half-day immersions with three core segments to get under the skin of each audience and understand how sports nutrition played out in their lives. The first immersion focused on a group ‘show and tell’ dynamic, whilst the second deep-dived into individuals from each segment.

The Sound then produced sizzle films for each segment, as well as an overarching takeaway video which weaved together footage from the immersions and home-video diaries, to breathe life into the segments and make them tangible to the team.

The Impact

We learned that in order to build empathy and loyalty, the brand needed to play the long game and invest in relationships with its audience not once, but over a lifetime as people age and their attitudes and behaviors evolve.